[twochillin]

This model was pioneered in Oakland by Steve Aoki's "Pizzaoki" location, also known as Lorenzo's, Thick & Tasty, Happy Slice Pizza, Gabriella’s New York City Pizza, Chubby Pie and each of other pizza joints listed at 536 Lake Park Ave. They used DBAs to surface under different keyword searches on various delivery apps and cycle out poorly rated brand names. Pizza was pretty mid too.

[Erem]

Thanks for the info I always wondered what was going on there.

I've gone to Gabriella's in the mission a number of times. It's one of the only authentic New York slices you can get in the city for people who crave the taste of home

[killingtime74]

What is DBA?

[voxadam]

It stands for Doing Business As[0]

[0] https://en.wikipedia.org/wiki/Trade_name

[blooalien]

Okay, why be down-voting a perfectly valid question? Just because I (or you) knew the answer don't mean everyone does, and down-voting the question "ghosts" the answer as well, so other folks who might have the same question will end up havin' to ask it again instead of benefiting from the (correct) answer already here.